Kraft crowdsourced the content for its Super Bowl LII commercial, soliciting photos and videos of real families' Super Bowl Sunday moments.
The brand tied then tied these together during the game for a 30-second spot, which aired in the third quarter.
Kraft had been promoting a "Family Greatly" message since mid-December, with real families discussing the premise that being great is better than chasing perfection.
This was the first big-game commercial for the Kraft brand itself, which appears on products including Kraft Singles, cheese, macaroni and cheese, dressing, mayonnaise and barbecue sauce.
AGENCY: Leo Burnett
QUARTER AIRED: Q3